THE DIGITAL RETAIL TOOLS OF THE FUTURE

Sitel Group combines comprehensive customer care capabilities with unparalleled digital, training and technology expertise to help build brand loyalty and improve customer satisfaction. As Director of Global Account Management, Marc is responsible for the commercial relationships at Sitel and represents the client’s needs and interest across its global network.

- Marc Biosi

From personalized emails prompting me to purchase items I’ve reviewed to ads popping up in my social media feeds, retailers are using every tool they can to reach and engage with today’s consumers. Among this digital transformation, retailers are leveraging strategies and tools to personalize each customer’s shopping experience to win the loyalty of potential buyers.

In today’s retail setting, personalization is key to engaging and keeping customers loyal to your brand. Personalization, in its current form, is used to draw consumers in with unique offers through a myriad of communication channels and touchpoints, including SMS texts, direct mail, email and more. Cutting edge personalization harnesses a customer’s historical purchasing data to not only find the right way to contact a customer but also provide new products that might be appealing based on previous purchases.

While personalization tools and strategies are a must for retail marketers, there are other emerging customer experience (CX) digital tools that retailers should consider incorporating in 2018. In the past year, we’ve seen explosive growth in the number of retailers using chatbots, tapping into artificial intelligence-based functions to strengthen customer relationships, offer new experiences and provide self-service means to customers.